Category Archives: marketing performance management

Are you measuring what you can … or what you should?

As marketers continue to be pushed for accountability, many continue to measure something … anything … to try to prove value. You might think that measuring something is better than measuring nothing. Not true. If you take action from the … Continue reading

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Make sure you meet your objective before you celebrate

Too often in business we find ourselves celebrating “milestones” or outputs rather than results. Too many marketing activities are tied to achieving an output and not an outcome tied to a business objective. A good example of this is shown in this short penalty … Continue reading

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Choosing … it’s such a problem

I read a blog post today by Mary Hunt. It starts as follows: “Nearly all the marketers I have spoken to lately have told me the same thing: after the headcount reductions in their firms, they don’t have enough people on … Continue reading

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Seven Steps To Value Acceleration (Part 6)

When Ralph and I published our book Value Acceleration, we were asked for ideas on the steps to take to get Value Acceleration for your company. We came up with seven. We will post them here over the next several of … Continue reading

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11 Secrets to Marketing in a Down Economy (Part 11)

A year ago we published a paper on marketing in a down economy. We identified 11 key tactics. I have been sharing them in this blog over the past several weeks, but if you want them all at once you can download the paper … Continue reading

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Metrics, Accountability and other Drugs

Demanding accountability from Marketing has been the focus in many companies for a few years now. Metrics and dashboards have been the primary action taken by Marketing to respond to this pressure. (What better way to convince people you are … Continue reading

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